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Fluffy & Crunchy

Brand identity for Fluffy and Crunchy, a cinnamon roll brand: a wordmark, a cinnamon roll mascot and a swirl mark that all grow from the shape of the roll.

Client
Fluffy & Crunchy
Agency
Rapa Creative
Services
Branding
Fluffy and Crunchy business cards in royal blue and pale blue, with the wordmark and the cinnamon roll mascot

The brand

Fluffy and Crunchy bakes cinnamon rolls. The name is the product itself: soft inside, crisp outside.

My role

I designed the brand identity: the wordmark, the mascot and the swirl mark, the colour and type system, and how they look on cards and stickers.

The idea

A cinnamon roll is a spiral. Everything in the identity grows from that one shape: it becomes the mark, the badge and the top of the mascot’s head.

The logo story

The story starts with a German phrase: “So süß wie du bist”, sweet as you are. The mascot says it to everyone who picks up a box, because the taste is as sweet as the #FluffyandCrunchy family, and that means you.

Click the roll

“So süß wie du bist”

[ german ] noun;

The taste is as sweet as the #FluffyandCrunchy family… that means you.

The logo

The mascot is a cinnamon roll with arms, legs and a friendly face, so the brand has a character people can remember. The wordmark is wide and rounded, with “and” sitting in a pink pill between the two words. The swirl works alone as the mark, and around the hand-drawn lettering it becomes a round badge.

  • Mascot
  • Wordmark
  • Swirl mark
  • Badge
Fluffy and Crunchy wordmark in royal blue, with “and” in a pink pill
Round badge: hand-drawn Fluffy & Crunchy lettering inside a blue swirl
The wordmark and the mascot on pink, blue, pale blue and white backgrounds
The hand-drawn lettering and the swirl mark on pink, blue, pale blue and white backgrounds

Visual system

Royal blue and bright pink carry the brand, and their pale versions keep it soft. Unbounded sets the wordmark, Playwrite adds a handwritten note, and Archivo carries the body text.

  • Colour palette
  • Typography
  • Royal Blue#1331E5
  • Bright Pink#FF186A
  • Pale Blue#BBC5F2
  • Baby Pink#FFC5DD
  • White Smoke#F5F4F6

Typography

  • Unbounded

    • Regular
    • Medium
    • Bold
    ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

  • Playwrite GB J

    • Thin
    • Light
    • Regular
    ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

  • Archivo

    • Regular
    • Medium
    • Bold
    ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

In use

The identity was tried on the first things a bakery hands over: business cards and round stickers for boxes and bags.

  • Business cards
  • Stickers
Business cards with the badge on royal blue and the swirl mark on pale blue
Round stickers with the mascot and the wordmark on a pink background
Round stickers with the swirl mark and the badge on a pink background

Next project

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